My reader has hung up at the "Starting-up" screen, like so many others. The cause probably was related to operating with a low battery condition, again as others seem to have reported. The fixes at:
https://wiki.mobileread.com/wiki/Sony...g_Instructions
don't seem to work, though. The battery should be fully charged by now. Many soft resets result in no change. The hard reset procedure never gives the described "blue flash" and does nothing. In following the unbricking instructions the unit never gets to USB mode - just that maddening "Starting up..." with flashing orange charge light.
Maybe I'm doing something wrong. Any ideas?